In a significant expansion of its video strategy, Facebook is in discussions with several media firms, including Vice, The Onion and Vox Media, to produce short-form videos for the social network, according to people involved in the project.

Known within Facebook as “Anthology,” the latest video push is aimed at injecting higher-quality videos into users’ News Feeds so Facebook can make more money from video ads. Facebook and its content partners are set to try to convince advertisers to sponsor the videos in the coming weeks, creating so-called “branded content.” The videos are expected to be rolled out later this year.